In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.

Best Moments:

(00:32) Introduction to closed-loss programs and their importance in Q4

(01:36) Segmenting closed-loss opportunities based on verticals and past objections

(02:17) Importance of reengaging through the same seller for higher success rates

(03:27) Utilizing marketing programming and content assets to overcome past objections

(04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts

(05:29) The year-round potential of closed-loss programs

(06:31) Champion tracking as a strategy for reengaging closed-loss opportunities

(07:22) Customer win-back programs and their potential

(08:13) Time-based triggers for reengaging closed-loss opportunities

(09:04) Effective messaging strategies for reengagement

(10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

EP. 116 - Building Effective Closed-Loss Programs in Account-Based Marketing